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Publication
The personality of visual elements: creating a framework for the development of visual identity based on brand personality dimensions
| Name: | Description: | Size: | Format: | |
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| 4.25 MB | Adobe PDF |
Advisor(s)
Abstract(s)
In order to be successful in today's competitive environment, brands must have well-established identities. Thus, during the branding process it is necessary to attribute to the brands the personality traits and the visual elements that best represent the desired identity. With advances in the communication field, scholars have analyzed how different visual elements (e.g. logo, typography and color) can represent the desired brand personality. However, typically these elements are analyzed separately, since few studies analyze the association of personality traits with the set of visual elements of the brand, so called “visual identity”. Therefore, this work aims to develop a methodological framework that allows the creation of visual identity based on brand personality, being assigned to each Dimension of Brand Personality suggested by Aaker (1997) a set of visual elements, namely, within the scope of this research, colors, typographies and shapes, which best represent the desired personality traits. Through a quanti-quali approach, the associations suggested in the developed framework were tested through the application of a questionnaire to a sample of Brazilian and Portuguese consumers, to gather information about their perceptions. Preliminary results suggest that the brand design elements in the proposed framework can successfully generate the desired brand personality perception in consumers.
Description
Keywords
Brand identity Brand personality Visual brand identity Brand design Branding